1
INTRODUCTION Sinners Dance Brewing Company is a craft beer brewing company that has attitude. Our beer will bring out the inner rock n’ roller in you and have you dancing for more. The development of the brand identity was influenced by the rocker lifestyle and the age-old belief that drinking is a sin. These qualities and characteristics are unique to Sinners Dance Brewing Company: provocative
2
individualist friendly tough-exterior music The Sinners Dance Brewing Company’s brand has a tough exterior, but is enviromentally consious. Consistency and accuracy in the way the brand is expressed and reproduced will help to build brand strength and increase brand awareness over time.
RESOURCES If you have any questions regarding the correct usage of the Sinners Dance Brewing Company brand, or if you would like to request artwork files, please contact: Sinners Dance Brewing Company 1320 N Ontario Drive Alta Loma, CA 91739 T: 909-908-3356 E: sinnersdancebrand@sinnersdancebrewingco.com
3
Table of
Contents Who Is Sinners Dance? Brand Promise 6 Sinners Dance Customer Value Proposition 7
4
Photography 31 Marketing Materials 32 The Branding Zone Overview 33 Print Template 34 Alternate Print Template 35 Web Guidelines 36 Store Applications 40 Business Forms 43
Brand Standards Guide
Stationery 43
Brand Voice 10
Business Card 44
Logo 11
Envelope 45
Symbol and Wordmark 12
Fax Cover 45
Color 14
Powerpoint Template 46
Clear Space Requirements 16
Co-Branding 48
Size Requirements 17 Misuse Examples 18 Color Palette 23 Typography 24
5
Who Is Sinners Dance? Brand Promise Sinners Dance Brewing Company is a friendly and environmentally conscious choice for beer drinkers with all different kinds of tastes. Our products are brewed with all-natural ingredients and made with care. We do our best to create something that you can be proud to drink.
6
Who Is Sinners Dance? Sinners Dance Customer Value Proposition Sinners Dance offers three unique beers, including: • “Killer Bananas”- A banana bread beer with a punch • “Black Widow”- A dark stout with flavors of chocolate and accents of columbian coffee beans • “Sasquatch Pale Ale”- A pale ale straight from the lagoon with a hint of lime • All of our beers are made though fully natural processes, so we don’t leave a carbon foot print. Who says rockers don’t care about the environment?
7
What Does Sinners Dance Believe? Sinners Dance Customer Value Proposition - Reasons To Believe • Sinners Dance stands behind its work; • Sinners Dance provides a comfortable and safe environment for our workers; • Sinners Dance offers visibility of work being performed within the brewery; • Sinners Dance appreciates their business and respects their customers’ taste/opinion;
8
• Sinners Dance provides good tasting, clean beers
9
Brand Voice The Sinners Dance brand voice is that of a good friend. It is human and real, provocative and individualistic. Our brand voice represents the eco-friendly rocker lifestyle. It is also born of a connection with consumers and a deep understanding of their daily lives and the role it plays in them. We have a sense of humor and a perspective on the world and our place in it. Yes, we are a serious brewery. But we are not robots. We do not communicate in corporate speak, but rather in the voice of our customers.
10
Logo The Sinners Dance logo consists of two components: a symbol and a wordmark. The established size and positioning relationships between these two components that define this logo must never be altered. The wordmark consists of speciallycreated and spaced letter forms which may not be modified in any way. Be sure to use the approved artwork file rather than attempting to re-create the logo. Approved artwork can be found at: www.sinnersdancebrewingco.com/BrandStandardsGuide/
11
Logo Symbol and Wordmark The symbol and wordmark can be used together and seperately through all Sinners Dance communications. The wordmark or symbol may be displayed alone only on packaging and the brand standards manual. The placement of the Sinners Dance Brewing Co. must be located consistently to the top of the Devil as shown below.
Together
12
Logo Symbol and Wordmark
Seperate
13
Logo Logo Color The Sinners Dance logo is expressed in two colors, Pantone速 1675 U and Pantone速 Black U. The proprietary red and black must be used consistently across all internal and external communications. Great care should be taken to ensure accurate color reproduction when the logo is applied to all types of paper and materials, as well as web and broadcast channels. Please obtain approval from Sinners Dance Brewing Company if you have a unique situation requiring an exception of these guidelines prior to production. See contact information on page 3 of this document. Proprietary Red
14
P: 1675 U C: 0 M: 67 Y: 100 K: 28 (print 4-color breakdown) R: 185 G: 90 B: 21 (broadcast and web breakdown) Proprietary Black P: Black U C: 0 M: 0 Y: 0 K: 100 (print 4-color breakdown) R: 35 G: 31 B: 32 (broadcast and web breakdown)
Pantone速 is a registered trademark of Pantone, Inc.
Logo Logo Color Option The Sinners Dance logo can only be reproduced in three ways: • Proprietary Red and Black: this is the preferred color, make sure to use the proprietary red (P1675U) and black (PBlack) on all color materials. We also recommend using the vertical expression of the proprietary red and black logo on color materials. • Black and grey: please use this color option only on black and white materials. • White: please use this color option only on black and white materials or dark backgrounds.
15
Logo Clear Space Requirements The Sinners Dance logo must clearly stand out wherever it appears. One way to ensure this is by maintaining clear space around the logo. Clear space is an area that is kept free of any other text, graphic elements or other visual distractions. Please ensure that a clear space of 1/4X is maintained around the logo, where X is the width of the symbol. A larger amount of this clear space is always acceptable. Also remember to leave at least this distance between the logo and the edge of the page, sign, or label where it appears.
16
Logo Size Requirements Maintaining the legibility and the integrity of the logo is very important, regardless of what the application is or the manner in which it is reproduced. Be sure that when determining the size of the logo that its legibility and integrity are not compromised. The minimum logo size cannot be less than 1� in width. For broadcast applications, a minimum size logo cannot be less than 1� in width also.
Print & Broadcast
17
Logo Logo Misuse Examples The Sinners Dance Brewing Company logo has been carefully created to work across a broad range of applications. This logo configuration should not be modified or recreated in any way. This page illustrates some, but not all of the possible misuses. If you do not have the proper logo artwork, please contact the Sinners Dance marketing resource on page 3 of this document or go to www.sinnersdancebrewingco.com/BrandStandardsGuide/
18 (correct logo)
(too much space between symbol and word mark)
(modified wordmark - misuse of initial light font)
(modified size relationship - incorrect proportions)
19 (modified symbol - incorrect color usage)
(modified symbol - incorrect placement of
(modified symbol and wordmark wrong direction)
Logo Wordmark Misuse Examples The Sinners Dance Brewing Company wordmark has been carefully created to work across a broad range of applications. This logo configuration should not be modified or recreated in any way. This page illustrates some, but not all of the possible misuses. If you do not have the proper logo artwork, please contact the Sinners Dance marketing resource on page 3 of this document or go to www.sinnersdancebrewingco.com/ BrandStandardsGuide/ The wordmark my be used seperately in certain instances. On packaging for example.
20
(correct logo)
(outline)
(as a pattern)
(wrong color)
(wrong direction)
21
Color Palette Primary and Accent Colors The Sinners Dance primary colors are Pantone® 1675U and Pantone® Black U . It has a professional and confident look. The accent colors are Pantone® 8003, Pantone® 485 and Black and White. Pantone® 8003 has a metallic sheen and is recommended to help add dimension to communications so they do not feel flat and static. When reproduction of a metallic color is not possible, a 4-color gradient was created to mimic that accent color. Go to www.sinnersdancebrewingco.com/ BrandStandardsGuide/ to dowload the swatch file for gradient match. Tints of these colors may be used, ranging from 60% to 90%. Primary Colors
22
P: 1675 U (Proprietary Red) C: 0 M: 67 Y: 100 K: 28 R: 185 G: 90 B: 21 P: Black U (Proprietary Black) C: 0 M: 0 Y: 0 K: 100 R: 35 G: 31 B: 32
Accent Colors P 485 (Classic Red) C: 0 M: 100 Y: 91 K: 0 R: 228 G: 31 B: 31
Metallic P 8003
Gradient C: 42 M: 43 Y: 54 K: 0 R: 170 G: 160 B: 153
White
Color Palette Color Recommendations These colors were selected based on its ability to coordinate and complement the Sinners Dance Primary and Accent colors. Give preference to this palette before any other color. This will help ensure the aesthetic quality and visibility of marketing materials. For example, these colors can be used for either a background color, headline color, etc. Tints of these colors may be used, ranging from 60% to 90%. Purple P 5275
P 2695
Blue P 631
23
P 654
Green P 5825
P 378
Gray P 5507
P Cool Gray 8
P Cool Gray 10
Orange/Yellow P 143
P 179
P 116
Typography The one key typeface of Sinners Dance is Din Black. It is clear and readable regardless of the media application.It also has a timeless quality and feel modern without being quirky. It is not a trendy typeface and therefore will stand the test of time. Primary Typeface The primary typeface is Din Black. Din is mandatory on all headlines and/or headers. The use of Din Regular and/or Din Light is allowed. Sentence case is the recommended format when using this typeface. Primary Typeface
24
DIN Black DIN Regular DIN Light
Typography Alternative Typefaces In certain applications like packaging Univers LT 39 Ulta thin condensed is used. Alternative Typefaces
Univers LT 39 UltraThinCn 25
Business Forms Stationery Please follow these specs when building the stationery on 8.5”X11” sheets: 1. Logo size: 1.5 inches 2. Logo placement: centered 3. Logo distance from top edge: 5/8” Address: Din Regular, P Black 6, 8pt, 10pt leading 4. Address placement: centered 5. Distance from bottom edge: 5/8” (1.58cm) 6. Watermark size: 8 inches, 10% opacity 3
2
26
1
5
4
Business Forms Business Card Please follow these specs when building your 3.5”X2” cards: 1. Logo size: 1.5 inch on front 2. Logo placement: centered 3. Logo placement back: top center 4. Name: Din Black, white, 10pt Title: Din Light, white, 6pt Contact placement: Left justified, Din Light, white, 6pt, 10pt leading 2
3
OWNER, BREWMASTER
ANDREW VALENZUELA
1
P 909·908·3356 F 909·347·2439 E andrew@sinnerdancebrewing.com www.sinnersdancebrewing.com
4
27
28